Connections was developed to help the global psychiatric community overcome their skepticism of being able to treat the lesser known, but more debilitating part of schizophrenia by familiarizing them with a new, rational scientific basis for those symptoms. By reinforcing a simple metaphor across a number of channels, the campaign raised awareness among psychiatrists and received praise worldwide for its straightforward interpretation of a complex disease process—and the emotional toll it takes.

• The execution used the familiar territory of the brain, combined with the universal “lexicon” of electrical plugs and wiring to establish a globally relevant metaphor for disconnection; the endings of the plugs were changed according to the region where the promotion was to appear

• The plugs also suggested the ends of neurons, where the malfunctioning parts of the schizophrenia disease pathway—the NMDA receptors—occur, and could be readily understood

• The complicated terminology and tie to negative symptoms was conveyed in a succinct copy line

• Everything about the campaign was designed to evoke simplicity both to simplify a complicated process, and to cut through the often visually cluttered communications to this audience

• APA 2012

o Booth Visits: ~400

o Awareness of negative symptoms, neural pathway, and Roche and Genentech neuroscience involvement all significantly increased after the APA